ur grateful thanks to all of you whom where able to attend the TICC Annual
General Meeting (AGM 2010) on 23rd March 2010, at Centara Grand Hotel,
and in addition, on behalf of the TICC, we herein offer our very special gratitude
to the Italian Ambassador to Thailand, H.E. Mr. Michelangelo Pipan, whom very
kindly, was able to deliver a valuable welcome speech to the AGM audience.

It is also a great pleasure that the Editors of the INFORMA Magazine where able to add to this
issue of the Magazine some of the photos which where taken during the AGM.

With the alterations which have been carried out at the TICC Offices, on behalf of the TICC
Staff, we offer our deepest apologies for any inconvenience which may have been incurred by
our Members and Guests visiting the TICC Offices whilst these alterations where being carried
out.
The alterations are basically to extend the Meeting Room and the Office Space, by adding
some 55 sq. Mts. to the original Office Space, thus increasing the Meeting Room to enable not
only to accommodate the 15 TICC Directors, but also the Italian Embassy and the Italian Trade
Commissioner Representatives, thus trying to promote closer collaboration with their Offices.
In addition to the Monthly Board Meetings, with the increase of the TICC activities, the additional Space is also required for the additional meetings with guests from the Various different
organizations which the TICC is now involved with, enabling the Staff to discuss and organize
the forthcoming projects/activities.
With the additional collaborations with the other Europeans Chambers, we are now also
required to host meetings with them from time to time in our TICC Offices, thus enabling us to
inform our Members of the Negotiations to get a Europeans Chambers Consortium (10 bilateral
Chambers) in place.
Additional to the aforesaid, with the number of projects/activities presently under discussion
and/or at the preparation stage for the second half of the year 2010, the BOD also envisages
that in the near future, the “New” extended Meeting Room at the TICC Office will also be used
in organizing Small Seminars and/or Business Matching activities, thus avoiding to spend Large
Budgets in arranging the said activities on available Space in Hotel facilities.
Lastly, I hereby wish to express my warmest gratitude to all of our Directors and TICC Members
for their supports for our INFORMA Magazine and our “New” Business Directory 2010.

Best wishes

Ekkamon Hutasingh
President

CONTENT

8

Italian at Heart
The only surviving founder of the Thai Italian Chamber of Commerce
(TICC), Khun Teddy Spha Palasthira offers a wealth of stories and insights
about the Chamber’s early days.
“When the most important Italian in Thailand treats you like a son
and comes to you and says ‘Teddy, I want you help me build this new
chamber,’ then you do everything you can.”

Italian Wine in Thailand
Asian markets represent one of the most important targets for
both EU and New World producers, because they have the
highest growth rate world wide. The Sixth Asian countries
indicated as the most strategically valuable are China, South
Korea, Japan, India, Singapore and Thailand.

18
Annual General Meeting
The Annual General Meeting 2010 program started with
the Italian Ambassador’s speech, which touched particularly
upon the strong cooperation between the Italian Embassy, the
Italian Trade Commission (ICE) and TICC.

13
Dante Alighieri Visit to
Chakrabongse Mansion
On February 26, 2010 members and guests of the Dante Alighieri were
permitted by the present owner M. R. Narisa Chakrabongse to hold a
private cocktail party at the riverside terrace of Chakrabongse Mansion,
one of Bangkok’s most remarkable royal residences.

22

24

Aperitivo Italiano
Aperitivo Italiano on February 10 was joined. All guests
were pleasured by delicious food, Fine Wine and
“Monin”-non alcoholic fruity drinks from Italasia Group in
this sparkling evening.

April 2010

5

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Italian at Heart
30 Year Anniversary of the TICC
The only surviving founder
of the Thai Italian Chamber
of Commerce (TICC), Khun
Teddy Spha Palasthira offers
a wealth of stories and insights about the Chamber’s
early days.
By Catherine Monthienvichienchai
Photos by Ravan Studio (Photographer: Max)

H

alf way through our interview Khun
Teddy Spha Palasthira disappears
upstairs. “Italians must wear
jackets,” he says reappearing,
a pale blue jacket now covering
his immaculately pressed shirt in preparation
for the photo shoot.
His sense of style is, initially, the only hint
of Khun Teddy’s love affair with Italy. Yet as
the conversation goes on, and the stories and
anecdotes start to flow, it becomes clear that,
despite his impeccable British accent, Khun
Teddy’s heart lies in one country and one
country only.
“I feel British up here,” he says, pointing to
his head, “because I think in English, but here,
in my heart and my stomach, I’m Italian.”
Along with his father H.E. Somboon Palasthira, former Thai Ambassador to Italy, Khun
Teddy was one of the five founding members
of the Thai Italian Chamber of Commerce
(TICC), which this year celebrates its 30th anniversary.
Recalling their first official meeting, which
was held on 12 February 1980, Khun Teddy
says the aim of the five founding members –
himself, his late father, the late Mr Roberto
Jotikasthira, the late Dr Luigi Magherita and
the late Mr Giorgio Berlingieri, along with
the assistance of the Chargé d’Affaires Mr
Massimo Bernardinelli, who has also passed
away - was to create a chamber that would
help Italian businesses set up in Thailand and
Thai businesses achieve success in Italy.
While these five founding members put
the work of the TICC in motion, the idea was
first formed several years before by Giorgio
Berlingieri, owner of the Oriental Hotel and
Italthai.
Khun Teddy speaks fondly of Berlingieri,
whom he describes as both the ‘godfather’ of
Italians in Thailand, as well as his own unofficial godfather.

8

April 2010

“My father and Giorgio were very old
friends. He knew my father when he was
Ambassador in Italy. Giorgio never had a son
so I became like a son or a godson to him.
We used to call each other every morning, but
the day I didn’t call him – I had this beastly
American breakfast meeting – was the day he
died,” Khun Teddy recalls.
He says it was a great honour when Berlingieri asked him to help form the TICC.
“When the most important Italian in Thailand treats you like a son and comes to you and
says ‘Teddy, I want you help me build this new
chamber,’ then you do everything you can.”
And while Berlingieri wanted Khun Teddy
to serve as Vice President, he says he declined,
as he felt it was inappropriate to take on such
a role while his father remained Honorary
President. It was only when his father stepped
down, that Khun Teddy took on the role in
1985.
“I had to wait a long time before they could
make me Vice President,” he explains.
“This wasn’t the Berlusconi or the Thaksin
era – you couldn’t have two board members
with the same name.”
Despite not taking on this role until five
years after the TICC first formed, Khun Teddy
was committed to ensuring the Chamber was
successful from day one. He describes how,
in the early days, he worked hard to build up
the TICC’s reputation and recruit members. He
even designed the TICC’s logo which, he points
out proudly, is still used today.
“I used to go to every cocktail party and
give out my business card to everyone to try
and get members. I would visit friends and
get them to become members, even if they
had no connection to Italy. We needed the
money to generate some income,” Khun Teddy
explains.
When the TICC was first formed he says
it was less common for smaller countries to
have a chamber of commerce. At the time,
only Germany, France, Britain, America and
Japan had one in Thailand.
“We always felt like the poor cousin,”
Khun Teddy recalls. Nevertheless, he says the
formation of the TICC was well received by the
other chambers, who were more than willing
to offer their advice and assistance.
“European chambers always cooperate
with each other, while I was already a member
of the American Chamber of Commerce, so I
got help from them too,” he explains.

Continued on page 10

If you want to get
anything done, the first
thing you need is a good
network of friends. You can
never live on your own; you
need people to support you.
And the higher you go the
more people you need

April 2010

9

1980

Thai-Italian Chamber of Commerce
quarterly magazine, No. 3, 1980,
was produced as a supplementary
publication of "Business in Thailand".
1981

Thai-Italian Chamber of Commerce
quarterly magazine, No. 1, 1981,
was produced as a supplementary
publication of "Business in Thailand".
1992/1993

Thai-Italian Chamber of Commerce
Business Directory 1992/1993

10

April 2010

“At the end of the day you need friends,”
Khun Teddy stresses. “If you want to get anything done, the first thing you need is a good
network of friends. You can never live on your
own; you need people to support you. And the
higher you go the more people you need.”
Over time the Chamber, working together
with ICE (the Italian Institute for Foreign Trade),
built up a reputation and succeeded in attracting a large number of Italian investors to
Thailand.
In the early days most of this investment
came in the form of the construction industry.
The reason? “Because in those days the Italians built the best roads, bridges and dams,”
explains Khun Teddy.
As an example, he refers to some early
copies of the TICC’s first publication Bollettino,
and the various advertisements from Italian
construction companies it contains.
There are also, he says, a number of bad
stories of Italian companies that didn’t invest in
Thailand, despite the TICC’s very best efforts,
however he prefers not to divulge the details.
Khun Teddy’s hard work with the TICC –
as well as Dante, the Italian cultural institute
in Thailand – earned him the recognition of
the Italian President, who awarded him the
highest honour you can receive: the Grande
Ufficiale. Although he jokes that he’d actually
rather have received the second highest award
– Commendatore (‘commander’) – because it
makes him think of James Bond who, due to his
naval background, is often called ‘Commander
Bond’ in the 007 films.
“Commendatore sounds good, but Grande
Ufficiale sounds like something from the Crusades!” he says.
So why, after so much hard work and
commitment, is Khun Teddy no longer
involved in the TICC?
“If you’re a founder and it gets going then you
need to pass it on to the next generation, don’t
you,” he explains.
He says the time he spent at the Chamber
was “fun”, particularly in the early years, but
he has moved on and chooses to focus his
efforts on other projects. Nevertheless, he is
well aware of the progress that has been made
at the TICC, which has grown from 40-50
members in its early days to 150 today.
“It’s such an important link now; it’s so
well known,” he comments. Meanwhile,
Italian influences in Thailand are everywhere, with an expat community numbering
more than 3,000, compared to just 200 when
the TICC first formed.
“There are so many Italian products
and brands in the market today. In the
supermarket you’re overwhelmed with 10
brands of pasta – in Italy you only get two!”
Now, at the age of 71, Khun Teddy is
about to embark on his fifth career, which will
see him make use of his original training as a
barrister.
“I graduated as a Barrister-at-Law from
Middle Temple in London, but I never practised
law,” he explains.

“Now, however, my friend, who’s a judge
in London, has asked me to join his office. I
won’t live in London, but whenever there are
cases that pass through his office that require
assistance from Thailand he will call me and I
will get in touch with local lawyers here to help
him out.”
With the exception of those who have a
gift – such as musicians, artists or architects – he
believes everyone should have many careers.
He started his as a civil servant at the Ministry
of Foreign Affairs, from which he moved into
advertising – working for Ogilvy & Mather,
before becoming Professor of Marketing Communications at the University of Missouri School
of Journalism. Now, in his fourth career, he describes himself as a “consultant and writer”.
The latter has seen him write a book, Addresses, about his life, which is soon to be
published by Post Publishing in both Thai and
English. With one chapter in the book dedicated to Italy, it is clear that his passion for the
country remains as strong as ever.
“Italy is still a country of incredible beauty,
creative talent and stimulating culture. The art,
the fashion and the ‘dolce vita’ are as vibrant
as ever,” he writes.
“I return to Rome to find and enjoy the
eternally simple Italian pleasures: coffee at
Café Greco, the balmy springtime air, pasta
and some great wines that are now coming
from the new vineyards. And of course, my
favourite pleasure of all, the passeggiata,” he
continues.
His love of the country also comes through
in the stories he tells – of when his father was
Ambassador and later, when he returned to
Italy once he started working for the TICC.
One particularly memorable story involves
his accidental meeting with the President of the
Republic of Italy, H.E. Sandro Pertini.
“I used to smoke a pipe and I would go and
buy pipes in this shop in Rome,” he explains.
“When you buy pipes it’s like a woman buying
jewels: you sit at a desk and look at the pipes
– the wood and the shape, just like you’d look
at diamonds. I was looking at all these pipes

and this old man came to sit next to me. He
was a very simple man, very beautifully dressed
as all Italians are, and we started talking. We
talked for about half an hour, exchanging pipe
information and then he left. I said to the shop
owner: ‘That was a nice old man, who is he?’
He said: ‘Jesus, he’s the President of Italy!’. He
was so simple. You don’t meet people like that
any more.”
Having spent eight years in Italy – four in
the 1950s and four in the 1960s – it perhaps
comes as a surprise to learn that he only learnt
to speak Italian fluently after he met his wife,
Manuela, in 1966 in Ischia, a volcanic island
at the northern end of the Gulf of Naples.
Since then Khun Teddy says he has returned
to Italy every year for a holiday. He even lived
there briefly after he retired, however says
it became too expensive after the Euro was
introduced and his income was in Thai baht.
While he seems settled in Thailand – his
wife is actively involved in Dante and his
daughter works as an architect – Khun Teddy
is certainly not your typical Thai. He may, as
he says, have Thai legs (because he says he’s
lazy), but with his frequent asides in Italian,
his intimate knowledge of the country and its
politics, and of course the many stories and
anecdotes he tells, it is clear that his heart lies
in Italy.

The recognition from the President of the Republic of Italy, H.E. Carlo Azeglio Ciampi on 26th
July 2004, who awarded Khun Teddy Spha Palasthira the highest honor you could ever receive:
the Grande Ufficiale (I Classe).
Instituted by Law 178 on March 3, 1951, the Order of Merit of the Italian Republic is the highest
ranking honor and most senior order of the Republic.
It is awarded for “merit acquired by the nation” in the fields of literature, the arts, economy, public
service, and social, philanthropic and humanitarian activities and for long and conspicuous
service in civilian and military careers.
April 2010

11

His Majesty the
King's 82nd Birthday
Anniversary Reception

O

n Monday 7th December 2009, H.E. Mr. Michelangelo
Pipan, the Italian Ambassador to Thailand, and Madame, Delegation from the Embassy of Italy, the President
of Thai-Italian Chamber of Commerce and Madame,
and representatives from governmental and private sectors, attended the reception held by the Royal Thai Government on the
occasion of His Majesty the King's 82nd Birthday Anniversary, at the
Government House.

CUSTOMS CLINIC
The Thai Customs Department has launched the Customs
Clinic to handle specific Customs-related problems (e.g.
import and export procedures, tax and duty incentives,
tariff classification and valuation) and to provide useful
information and recommendation to importers and
exporters with the key objective to enhance common
understanding between importers and exporters.

Asia’s wine consumption has risen sharply in recent years,
and the trend looks
set to flourish. In
Thailand consumption of Italian fine
wines is growing
as consumers become increasingly
knowledgeable and
sophisticated.

T

he world wine market is facing
a predominantly difficult situation. Both the European Union
(EU) and New World (New World
wines are those wines produced
outside the traditional wine-growing areas
of Europe, in particular from Argentina,
Australia, Canada, Chile, Mexico, New
Zealand, South Africa and the United States)
countries are trying to manage this critical
state by filling reciprocal gaps in order to
increase their competitiveness at a global
level and to strengthen their position in key
strategic markets.
On the EU side, one of the most important
aspects of this changing framework is the
evolution of the Common Market Organization (CMO) for the wine sector. The first crucial
change is the fact that a parcel of land can
not host more than one designation of origin
(either Geographical Indication – GI – Denominazione di Origine Controllata – DOC
– or Denominazione di Origine Controllata e
Garantita – DOCG), thus completely changing the approach to vintage choices, which
characterized the Italian production in the last
50 years. A second important variation is the
introduction of the possibility to show grape’s
varieties and the vintage year on table wines
(a strategy often used by New World producers). Conversely, on the New World side, the
changes are mainly relative to the increase in
the use of European grape varieties and the
emphasis on the region-grape combination
as an element of excellence.
In this context, Asian markets represent
one of the most important targets for both EU
and New World producers, because they are
seen (and will presumably keep doing so) with
the highest growth rate world wide. The Sixth
Asian countries that are often indicated as the
most strategically valuable are China, South
Korea, Japan, India, Singapore and Thailand.
China and Japan alone consume 90% of the
wine imported in Asia, while South Korea is

historically the highest alcohol consuming
Country in Asia. India continues to grow and
is now one of the markets with the highest
growth margins, and Singapore is tailoring a
role of the ‘Asian Wine Hub’, finally Thailand
is the second market for the Italian wine after
Japan.
These aspects clearly point out why Italian
producers have to analyze and understand
the dynamics of these markets in order to
improve their position in Asia, and in specifically on Thailand.
Thailand: Market Overview
Thailand has a population of 67 million. As
estimated 10 percent of the population drinks
wine. This accounts for 3 percent of the
alcohol beverage market. Even though wine
has a much smaller market share compared
to beer and spirits, there are strong developments in the level of consumer awareness
and appreciation of wines. Wine consumption is increasing and still light red and white
wines are often considered and positioned
as beverages that are good for your health.
Also Wine is linked to fashionable lifestyles,
particularly in urban areas, due to its highquality image.
Thailand has fewer than ten local wine
producers and retail price ranges starting
from 5 euro’s per bottle. However, the price
of the better Thai wines, which are viewed
locally as competitive with imported wines,
will be over 16 euro’s per bottle, which is
almost the same range that the consumers
can shop for good imported wines. Most
of the wines consumed in Thailand are
imported from France, Australia, Italy, Chile,
and the USA. In 2008, the total import value
of wines was $33 million, a 31 percent increase from the previous year. Even though
good performance is expected this year for
wine, it is still likely to be affected by the
economic downturn and a slight decline in
purchasing power among some consumers.
Even though the consumption of Old World
wine has a long history in Thailand, there is
a strong saturation by New World wines due
to price competition, and product availability
and product variety. Popular Old World wines
in the Thai market are from Italy and France.
Furthermore Italian wine is counted less than
10% of the imported wine in Thailand with an
overall market of 2.78 million US Dollars if we
consider the latest available data regarding
2008. The average value of 1 liter of imported
Italian wine is 1 US Dollar instead the aver-

Quotes of foreign wine imported in Thailand
Source: Comtrade 2009

Cotinued on page 14
April 2010

13

age value of French which is more than 8 US
Dollars. The quantity of Italian Wine imported
in ‘the land of smiles’ grown more than 60%
between 2005 and 2007 and during the
2008 the growth was close to zero, and this
trend could be confirmed negative, due to
the worldwide financial crisis in 2009.
Consumption Trends
As is the same as for drinkers in other nations,
the Thais also consume other alcoholic beverages. The most popular types of alcoholic
drinks in Thailand are beer, whisky, and wine.
Due to the economic slowdown, a number
of Thai consumers are increasingly pricesensitive and price is a major determinant
in their buying decision. As a result, economical alcohol beverages continue to enjoy
the strongest expansion in each product
category, across beer, wine and spirits. For
instance, New World wines retail at a 20-30
percent discount to Old World wines and
have gained tremendous ground along with
beer. Wine appears to compete mostly with
beer as a drink of choice for the vast majority
of Thai alcohol beverage drinkers.
Wine drinkers in Thailand are between 2555 years of age. In Thailand, red wine dominates and holds a 70 percent market share in
the retail market. The most popular varietals
for red wines are Cabernet Sauvignon, Shiraz,
Merlot, and Pinot Noir respectively. Chardonnay and Sauvignon Blanc are well known in
the white wine category. Wine consumption
is still limited to expatriates, tourists and Thais
with medium to high-incomes. Even though
consumers now enjoy a greater variety of
wine availability on the shelves in supermarkets and wine shops, price is still a key
determining factor for consumers purchasing
a bottle of wine.
A significant number of wine drinkers in
Thailand lack a thorough knowledge of wines,
so low to medium-priced level wines (below
35 euro) retail hold the biggest market share
of about 70 percent. This price level targets
middle-income classes who possess higher
education levels and higher spending power.
Another factor persuading consumers to
purchase wines are attractive packaging and
labeling because it adds value to wine as a
gift item. Wine is now becoming a popular
Thai gift for special occasions and festivals.
With limited purchasing power for some consumers, Thai consumers typically are willing
to pay an average of 16-20 Euro (Baht 800
– 1,000) per bottle of wine. Most Thai people
view a 10 Euro (Baht 500) as the minimum
price for good taste and good quality both
for red and white wine.
Market Size and Structure
The health benefits of wine consumption have
increasingly been the focus of the popular
media, which has prompted Thai consumers
to shift their drink choices from other alcohol
beverages to wine. Wines are now more
accessible to consumers and are not just
limited to wine shops, exclusive restaurants,

14

April 2010

Wine Project Presentation at Unioncamere Headquarter in Rome, February 2010.

and 5 stars hotels. Consumers in Bangkok
and upcountry are offered more varieties of
wines via extended distribution channels,
particularly with the dynamic expansion of
retail markets.
At present about 40 percent of all wines
are sold via retail while the rest is sold in the
HRI sector. Stringent alcohol control laws
limit retail sale of alcohol beverages by limiting sales times, and sale promotions. As a
result, wine sales in the retail channel have
declined significantly. It is estimated that the
proportion of retail sales would reach 60 percent, especially during this stagnant tourism
situation. An increased number of fine-dining
restaurants have contributed to the increase
of wine sales in the HRI sectors.
Main Obstacles: Wine Duties and
Taxes
In Thailand, taxation on imported wines
consists of customs duty, excise tax, local
tax or municipality tax, health tax and value
added tax (VAT). Tax on sales of wine is
calculated based on either the ad valorem
rate or the specific rate. The decision on
which method is to be used is made by the
Excise Tax Department, whichever is higher.
Ad valorem taxes on locally manufactured
products, mainly sales taxes, are calculated
based on cost prices. Ad valorem taxes
applied on alcoholic imported products are
calculated based on the sum of import tax,
cost insurance freight (CIF) value and other
appropriate charges. Apart from the excise
tax, sales of wine face municipal and health
taxes, including VAT. These same taxes are
applied to locally made wines excluding the
import tariff.
For CIF value, the Thai Customs Department will compare the declared price of
imported wine with a reference price. If the
declared price is lower, a reference price will
be applied.

The following is a description of the
taxes applied:
Import tariff: The current import tariff rate
is 54 percent on CIF value or 18 baht/liter,
whichever is higher. However, under the
Thai – Australia FTA agreement, Thai tariffs
on Australian wine have fallen gradually from
54 percent to 24 percent on entry in 2009.
The import duty will reach zero percent by
2015.
Excise tax: In principle, the Thai Government
places an excise tax on certain products,
which are considered “luxury goods” (such
as cars, air conditioners, gasoline, soft drinks,
perfumes, etc.) and health-affected goods
(i.e., liquors and tobacco products), in order
to control their consumption. In reality, the
Government manipulates this tax as a device
to generate revenue. The excise tax has
been accordingly increased from time to time
when the Government needs more money.
The excise tax rate for wine is 60 percent.
However, in addition to a high rate of excise
tax, the current calculation methodology
creates a much higher tax burden than the
rate reveals. The calculation is discussed in
the next section.
Municipal tax: This tax is collected by the
Ministry of Interior as a revenue source for
provincial administration. The tax covers most
of products which are subject to excise tax,
including wine. The current municipal tax is
10 percent on the amount of excise tax.
Health tax: The health tax is 2 percent of the
amount of the excise tax.
VAT: The value added tax is currently 7 percent on the value of the product, plus all of
the other taxes (i.e.; CIF value + import duty
+ excise tax + municipal tax + health tax in
the case of wine).

Wine Project DVD
This DVD has been jointly produced by
Italian Chambers of Commerce in Asia.
In the DVD, there are many interviews of
key persons involving in wine industry: producer, importer, distributor, retailer, freight
forwarders, restaurant, and sommelier.
All interviewers are involved in the wine
industry in Thailand, China, Singapore,
India, Hong Kong and South Africa. This
DVD is now commercially available at
TICC office.

Wine Project: a support for Italian
Wine producers
The Wine Project’s is proposed by the Chambers of Commerce of Vicenza and Udine with
the collaboration of the Italian Chamber of
Commerce in Thailand, China, India, Singapore, Hong Kong and South Africa.
The project intends to comprehend local
Asian and South African wine markets and
consequently fill the gap between the positive
perception of “Made in Italy” products and the
relatively low imports of Italian wines.
A DVD has been produced included of
several interviews of freight forwarder, distributor, retailer, importer of Italian wine, wine
producer, and restaurant manager, sommelier
involved in the wine industry in China, Singapore, India, and Hong Kong, South Africa and
of course Thailand and it is available now at
TICC office for sale. The Wine Project DVD
is very easy to use, it has been divided into
6 chapters (each for every country involved
in the project) and each chapter contains
14 precious video interviews, key figures of
each wine markets, to which we are grateful
for their opinions that will help us complete

the picture of the wine situation in our own
country, moreover the country profile, economic trend figures and useful contacts are
included too.
The target audience of this project is the
Italian SMEs and the professionals specialized
in offering export related support services to
the SMEs so this project has been presented
in Italy all through 2 road-shows in cooperation with the Italian Chambers structures and
the subjects dealing with internationalization
in order to be connected directly with the
Italian operator of the Italian wine business
willing to monitor the operation and open
new markets in Asia and South Africa. The
First Road-show was scheduled from the
29th October to the 8th of November 2009,
in Udine, Padova, and Merano, meanwhile
the second one was organized in Napoli, Pescara, Rome, Alba and Treviso from the 17th
to 23rd of February 2010. Both road shows
were quite successful with a high participation in Pescara and Alba of almost 60 people,
each one of the several local news journalists
reported this road show in their news.

Given the current tax structure, the import tariff rate is 54 percent, excise tax 60 percent,
municipal tax 10 percent, health tax 2 percent and VAT 7 percent. Here are the following
steps that are used in calculating all the duties levied on imported wine:
A

Entry and Marketing Strategies
The best method for Italian wine exporters
to sell to HRIs, supermarkets, hypermarkets or cash, restaurant and hotels is to
contact local wine importers directly. Local
wine importers have expertise in developing appropriate marketing and sale strategies that match the target markets and
they also possess excellent distribution
channels nationwide. Another suggestion
is to be pro-active with the Thai importers
offering some wine Italian varieties not
available in Thailand, yet with a good value
rates, aggressive packaging and easy label
to read, providing additional services e.g.
wine tasting courses and wine & food pair
organized by Italian sommelier can be
something interesting for the local importers. Finally, only in Bangkok there are about
150 Italian restaurants, to focalize 3 o 4 of
them as an ambassador of own Italian wine
and nominate some private room with own
brands, which can be an interesting and
effective marketing operation.
Italian exporters interested in exporting
Italian wines to Thailand or seeking additional details about the Thai market should
contact trade@thaitch.org

April 2010

15

Trade news
Vicenza Oro 2010 - The Top Jewelry Exhibitions in Italy. Fruitful visit of Thai delegation
Thailand has emerged in the last years as a major international player
in the production, processing and trade of gems and jewelry. The gems
and jewelry sector is an important component of Thailand's export
basket and contributed in 2009 to 6.4% of the country's total exports,
to reach 9.8 billion US$. Gems and jewelry was also the first entry of
Italian import from Thailand in 2009, valued at US$ 155.3 million,
representing 11.8% of the total.
It also seems that Thai gem, jewelry business sector is not affected
by political tension according to Thailand's Ministry of Commerce who
believes the gem and jewelry business in Thailand will not be greatly
affected by the ongoing political tensions.
Presiding over the 45th bi-annual Bangkok Gems and Jewelry
Fair, scheduled Friday until March 2 at Muang Thong Thani’s IMPACT
Challenger trade fair venue, Commerce Minister ‘Porntiva Nakasai’
said fairs have often been held when the country has faced significant
political tensions, but the gems and jewelry sector will be little affected,
for all business contacts and agreements were already made prior to
the fair.
Meanwhile, the Thai Gem and Jewelry Traders Association is eyeing
18 percent annual growth in exporting gems, jewelry and gold this
year with a value around Bt390 billion.
Association chairman Vichai Assarasakorn said the gem and jewelry
sector is unworried about possible political turbulence as long as the
airports stay open.
Also, emphasized by Mrs. Srirat Rastapana, Director General of
Department of Export Promotion, Ministry of Commerce, that “Thailand
earned US17.628 billion from fashion exports in 2009, a moderate
increase of 2.24% from 2008. These include US6.443 billion from
the textile sector, which experienced a 10.5% negative growth rate;
US2.961 billion from garments, down 15.53 from the previous year;
US1.422 billion from leather goods, travel kits and shoes, down 19.7%;
while gems and jewelry jumped 18% to US9,761 billion.”
“Despite export slowdown in 2009 due to global economic uncertainties, Thai fashion exports in 2010 appear to be very promising
indeed as the world’s economy is showing signs of recovery.
The fashion export projection for 2010 is US20.315 – US20.999
billion, or 9-13% growth. Export of gems and jewelry is expected to
increase by 10-15% to US11.826-US12.364 billion.”
She said that, with a real commitment to gaining the regional
leadership in fashion in areas of textile, garment, gems and jewelry,

16

April 2010

and leather, the Government had worked closely with related industry
associations to identify proactive strategies in order to achieve the export
target. Strategic approaches for the gems and jewelry sector include,
for instance, building trade relationship with neighboring countries to
benefit the development of new sources of materials, promoting the
Gem and Jewelry Institute of Thailand (Public Organization) or GIT as
the center for testing and certification for Asia under CIBJO standards,
and establishing the country’s first Gems Bank.
(Sources: www.mcot.net, www.thaipr.net )

Italy has one of the most significant trading relationships with Thailand in
jewelry sector. Italian machinery for the jewelry sector has an undisputed
leading position in the world.
Italian firms offer a complete range of equipment: cleaning machines
for chains, induction ovens, hot presses, laminating machines, automatic
welding machines, cleaning systems. There are chain machines that can
produce 600 chain mails a minute, weld chains in parallel with 6,000
beats every hour, that can measure, cut, weld the finishing rings and
at the same time it can brand them, shear them and bend them at high
speed. Made in Italy machinery is indisputably recognized as number
one in the world.
Italian Style is also a defining characteristic of top-end jewelry
products. Italian firms have acquired a commanding position also in
this niche both as a result and as a condition of their leadership in the
finished product sector: by constantly updating the technological content
of their offerings, producers of jewelry machinery have responded effectively to the progresses in every aspect of the jewelry industry, from
those in large firms to those in small craft goldsmith shops.
Due to the importance of this sector, the Italian Trade Commission
(ICE) in collaboration with the Association of Italian Jewelry machinery
Manufacturers and Exporters (AFEMO) had invited 3 Thai jewelry
manufacturers and jewelry supplies importers to visit ‘Vicenza Oro
2010/T-Gold’ the top jewelry exhibitions in Italy during 16-21 January
2010 in Vicenza, Italy. ‘T-Gold’ Pavilion was dedicated to technologies for gold and silver jewelry production. The Thai delegates are
from Tanya Collection Co., Ltd, Big Silver Manufacturing Co.,Ltd. and
TET Jewelry Supplies Co.,Ltd.

Vicenzaoro - The first international gold and jewelry show in the
annual fair calendar, now at its sixty-second edition.
The Vicenza Fair looks to the future after a total makeover, involving
not just its organization, but also image and contents. From excellent
generalist Trade Fair to protagonist in a sector with strong leadership
ambitions. This is the area where gold and jewelry represent a deeply
rooted core business that truly stood out. This is the challenge for the
next few years. A challenge that aims to highlight the role of the Vicenza
Fair as leading actor with a new structure and repositioning of its gold
jewelry fairs.
There are three shows in Vicenzaoro Exhibitions; Vicenzaoro First,
Vicenzaoro Charm and Vicenzaoro Choice.
Vicenzaoro First, from 16-21 January 2010. Its name says it all: the
first international gold jewelry fair of the year, first in the wide range
of merchandise, first for business importance. Targeting the world's top
purchasing groups, international buyers and large wholesale trade
groups, ‘First’ provided a setting of excellence for showcasing previews
and new collections, the trends for 2010 and the forecasts for 2011
for jewelry with the seminars of the TJF Group and the events of the
World Gold Council (WGC). It was composed by the 1700 exhibitors
taking part from over 55 Italian provinces and 31 foreign countries.
Held concurrently with Vicenzaoro First was Vicenzaoro T-Gold, the
show dedicated to applied technologies for working precious metals,
the most important showcase in the world where it was possible to find
all the latest machinery and gemological instruments for the gold and
silver sector which was explored by our three Thai delegates.

Vicenzaoro first 2010 closed with signs of confidence
for the future
The figures for the flow of visitors to Vicenzaoro First fully confirmed its
centrality and importance for the sector. The presences of accredited
operators at the end of the sixth day numbered 17,969 compared
with 13,154 in 2009.
The presence was recorded of buyers from the most important
department stores and luxury retailers at international level, people of
the calibre of Scott Martin from Saks Fifth Avenue (USA), Mehul Choksi
from the Gitanjali Group (India), Anna Avakian from Mercury (Armenia),
Alex Popov from Moscow Diamon Bourse (Russia) and Alon Torjeman
from Padani (Israel).
The noticeable increase in the presence of operators can also be
interpreted as greater interest in gold and jewelry products and purchases from the end customers too.
The sector is coming from a very long and deep recession. The
demand for gold and jewelry in 2009 recorded a steep fall of about
18% at world level with very marked downturns in the United States
(-17%), in the Arab countries and in Europe. The sole sign of solidity
came from the Chinese market where there was a 12% increase in the
demand for gold and 8% growth in jewelry.
The forecasts indicate a market recovery for 2010, the scale of
which will however be linked to the performance of the economy in the
various parts of the world.

Now we invited Ms. Mallika Phuyodying, from TET Jewelry Supplies
Co.,Ltd., one of the three Thai delegates whom we brought to ‘Vicenza
Oro 2010/T-Gold’ to talk about her
experience of the exhibition. Let’s hear
what she has to say about it.

How was the exhibition in general in your opinion?
In my opinion, the exhibition was absolutely perfected because there
were so many kinds of jewelry’s machines that match customer need.
They also have good quality and good price. The T-Gold pavilion
that showcased mainly the machineries and related equipments for
jewelry manufacturers was a must-visit. The visitors could experience
lots of trends, materials, and innovative technology to fulfill jewel
designer imagination. It was a great opportunity to discuss and
exchange experience with the experts in the whole production line,
starting from golden/silver chain production, findings, color decoration, etc. The exhibitors were kind and willing to assist you to find
the exact suppliers that suit your needs; for example one exhibitor
indicated me to other booths to help me find out the manufacturer
of chain machinery.
What do you think of market trend in jewelry sector between
Thailand and Italy now and in the future?
I think the market trend in jewelry sector between Thailand and Italy
now will be a lot of mechanic use for the machinery and findings
and also will continue in the future. Thailand has become a home of
significant jewelry producers and exporters in the world arena. The
jewelry sector in Thailand is mature. We have many advantages
to facilitate our competitiveness in jewelry industry; for example we
have specific industrial zone for Jewelry called ‘Gemopolis’ and there
are many institutions and associations to support the industry (i.e.
The Gem and Jewelry Institute www.git.or.th, Thai Gem and Jewelry
Trader Association www.thaigemjewelry.or.th ). Moreover, we
have the renowned international trade fair in Jewelry sector (Bangkok
Gems) that has become the meeting point of professionals all over
the globe. Italy is world-famous for its superb design and advance
yet sophisticated machineries manufacturers for Jewelry Sector. There
are lots of opportunities to foster trade between Thailand and Italy in
this sector, including the joint-venture supported by Thai skilled labors
with Italian technology.
What do you think of Italian jewelry market?
I think Italian jewelry market is popular for spring, chain, and machine. Italian Jewelry market is very challenging and dynamic. It is
supported by various industries especially fashion (clothes, watches,
shoes, handbags, fashion accessories). There are many trade fairs
and the Fashion Weeks in various Italian cities providing the great
opportunities to be attracting stages for end-customers and media
to showcase and enhance the movement of the trends and maybe
increase the demands. The supported associations are also very
helpful in terms of trying to attract new customers and being the
developing trade/information center for members. The demands in
Jewelry sectors come both from domestic and international marketing. Moreover, the people in the industry have all creative ambient
for the development of their products. How could it be any better
for one industry once the country has in hand; design, technology,
production that serve both supplies and demands side?

April 2010

17

Chakrabongse Mansion
Dante Alighieri Visit

P

erched on the edge of the Chao Phraya River just across from the entrance
to Klong Bangkok Yai and Wat Arun
is the Chakrabongse Mansion, one
of Bangkokâ&#x20AC;&#x2122;s most remarkable royal
residences. The four-storey wooden building
with its distinctive tower is passed daily by
thousands people who travel on the boats
and water taxis up and down the river, yet few
have had the opportunity to visit this important
historical compound.
On February 26, 2010 members and
guests of the Dante Alighieri were permitted by
the present owner M. R. Narisa Chakrabongse
to hold a private cocktail party at the mansionâ&#x20AC;&#x2122;s
riverside terrace. Enjoying magnificent views of
Wat Arun and other monuments along the river
which are lit up at night, guests were given the
opportunity to tour this fascinating home that
has a surprising Italian connection.
The mansion was originally built by HRH
Prince Chakrabongse, the second son born to
King Chulalongkorn and Queen Saowapha.
While King Chulalongkorn had 33 sons by
many Queens and consorts, his sons by Queen
Saowapha were chosen to succeed to the
throne. Prince Chakrabongseâ&#x20AC;&#x2122;s older brother
Prince Vajiravudh became Rama VI upon the
death of their father in 1910. Tragically, Prince
Chakrabongse died at the young age of 37
in 1920, five years before his younger brother
Prince Prajadhipok became Rama VII.

The Chakrabongse Mansion bears witness to unusual history of a remarkable family.
King Chulalongkorn sent most of his sons to
be educated Europe. Prince Chakrabongse
travelled first to England to study, but then at
the invitation of the Tsar he was sent to live
in Russia. An excellent student, he was well
liked by the Tsar and treated like a member of

the imperial family. There he met and married
Catherine Desnitsky in 1906. Unfortunately
King Chulalongkorn and the Queen were very
upset that their son had married a foreigner,
and upon their return to Siam declined to meet
his new wife. In fact, Catherine failed to ever
meet her royal father-in-law who refused to
accept her until he died in 1910.

Nonetheless, the newly-weds settled into
life in Bangkok and the couple lived in the
Paruskavan Palace. It was here that their
son Prince Chula Chakrabongse was born in
1908. The young prince did eventually meet
his grandmother Queen Saowapha and became her great favorite. In 1908 the couple
also completed the building of a villa on a one
acre parcel of land at Ta Tien on the Chao
Phraya River. The Chakrabongse Mansion
was built to be used as a simple retreat for
boat excursions and a place to change clothes
for state ceremonies held at the nearby Grand
Palace.

18

April 2010

Old records indicate that the Chakrabongse
Mansion was constructed with the assistance
of the Italian architect Mario Tomagno (18771941), but little else is known. After Prince
Chakrabonge’s untimely death, the house was
inherited by his 12 year-old son Prince Chula
Chakrabongse. The main family residence
the Paruskavan Palace was taken over by the
Thai government in 1938 after the revolution.
Prince Chula was sent to study in England
finishing his degree at Cambridge. In 1938
he married Elizabeth Hunter in England. The
couple lived in England most of the time, but
after World War II visited to Thailand every

year. Prince Chula Chakrabongse was a
historian and writer and most notably the author of Lords of Life – A History of the Kings of
Thailand. He also became very involved in
car racing when a favorite cousin Prince Bira
became famous as the first Thai to participate
in European car races.
The Prince’s only daughter M. R. Narisa
Chakrabongse who lives in London much of
the year is the present owner of the century-old
home. Although both her parents died when
she was still a young student in England, she
returns to Thailand often and has devoted
much time and energy to rediscovering her
important heritage. Under her careful attention
the mansion has been lovingly restored. One
important change to the building was her decision to enclose an open terrace which faces
the river. This light, airy “Green Room” is where
the family and intimate guests often spend a
good deal of their time.
Old paintings, porcelain, family photos
and memorabilia decorate the mansion’s
elegant drawing room and dining room. A
highlight of the collection is a painting of King
Chulalongkorn by the Italian artist Carlo Rigoli.
There are also portraits of Prince Chakrabongse
and Queen Saowapha. The dining room

contains a very fine collection of Benjarong
porcelain which was produced in China for the
Thai market. The study contains hundreds of
books including first editions of Prince Chula’s
works.
The tower on the top of the house which is
such a distinctive landmark from the river has a
“widow’s walk” which is an architectural feature
found on houses near the sea coast in England
and America where they were originally used
by the wives of sea captains as a look out for
returning ships. A Buddha image and royal
relics are housed in the small room at the top
of the tower.
While the main villa is reserved for family
use, a few other pavilions on the Chakrabongse
compound have been turned into exclusive
guests suites. Thus the Chakrabongse Villa is
now operated as an exclusive boutique hotel
with four distinctive suites (www.chakrabongsevillas.com/). Upon request private dinners
or special functions can also be arranged at
the historic home.

April 2010

19

Dante Alighieri Trip:

The Footsteps of
King Rama V
April 28 - May 8, 2010

His Majesty King Chulalongkorn

H

is Majesty King Chulalongkorn
(1853-1910) who came to the
Siamese throne in 1868 made
two extended visits to Europe.
Both of these trips were of enormous political, cultural and social importance
for Siam. The King Rama V’s first visit to
Europe took place in 1897 when he toured
many European countries, starting with Italy.
During this trip he visited Venice, Florence,
Rome, and Naples. Information about his
visit and his experiences was recorded in
letters he sent to family members and official documents. Part of this information
has been published in Italian in the book “Il
Primo Viaggio in Europa di Re Chulalongkorn
nel 1897” published by Chulalongkorn University in 2003.

Portofino

The King made a second extended visit to
Europe in 1907 for health reasons. Information about this trip is recorded in a book he
wrote entitled “Klai Baan” (Far from Home).
During this second trip the King’s visited
Naples, Genoa, San Remo, Turin, Venice,
Milan, Rome, Tivoli and Palermo.
The Dante Alighieri Association is planning
a trip to Italy focused on places visited by
King Rama V. Open to both members and
non-members, the trip emphasizes cultural
and historical aspects as King Rama V’s
experience in Italy had a very significant impact on the cultural, architectural, and artistic
development of Siam in the early 20th century. Dante Alighieri Association experts will
participate in the trip. They will help explain
the social and cultural background of Italy in
the 19th and early 20th century and the effect
of King Rama V’s travels on the development
of Siam into modern Thailand.
Venice
The trip will include visits to Venice, Turin, Lake Como, Florence and Rome.
For more information call 0818-666-8184 or email dantebangkok@hotmail.com
*The cost of the trip including airfare, hotels, transportation and most meals.

he evening of March 23, 2010 was
marked by one of the most important
events of the year of the Thai-Italian
Chamber of Commerce (TICC) – the
Annual General Meeting 2010 (AGM
2010). It took place at Centara Grand Hotel,
the World Ballroom, in the heart of Bangkok.
His Excellency Mr. Michelangelo Pipan, the
Ambassador of Italy to Thailand, presided over
the event which was attended by more than
50 people including TICC Directors, members,
and guests. Amongst the distinguished participants of the occasion are Mr. Marco Midolo,
the Counsellor of the Embassy of Italy, Mr.
Vincenzo Calì, the Italian Trade Commissioner,
and Mr. Giacomo Mauri, the President of the
Dante Alighieri Association Bangkok.
The program started with the Italian Ambassador’s speech, which touched particularly
upon the strong cooperation between the Italian
Embassy, the Italian Trade Commission (ICE)
and TICC.

The Ambassador also stressed the importance of this collaboration, which would help
to support and further strengthen the Italian
business community in Thailand. After that,
the President of TICC, Mr. Ekkamon Hutasingh,
gave the President’s report.
The program then proceeded with the
financial statement reported by the Honorary
Treasurer, Mr. Chakrit Benedetti, followed by
a report of TICC activities in 2009 presented
by the Secretary General, Mr. Sandro Zanello.
The formal part of the program closed with the
appointment of the auditor for the year 2010,
Mr. Viroj Chalermratana from VAS Consultant
Limited.
The guests were then served a sumptuous
3-course dinner and fine Italian wine accompanied by light jazz music from the Ganesha
band on stage.

22

April 2010

TICC would like to thank all members of
the Thai-Italian Chamber of Commerce and
guests and the TICC’s directors who helped to
make this event memorable. In addition, the
Chamber wishes to thank the Centara Grand
Hotel and Italasia for their generous supports on
venue and fine wines. Special thanks also go
to Mr. Pichai Chirathiwat for the entertainment
contribution.
See you in the next AGM!
Mr. Ekkamon Hutasingh, TICC President, giving
the President’s report.

n collaboration with the Malaysian –Thai
Chamber of Commerce (MTCC), the ThaiItalian Chamber of Commerce (TICC) held
the get-together networking evening at the
cozy atmosphere of la Bottega di Luca, one
of the most renowned Italian restaurants located
at Terrace 49, Sukhumvit 49.
All guests were pleasured by delicious food,
Fine Wine and “Monin”-non alcoholic fruity drinks
from Italasia Group in this sparkling evening.
We would like to thank all directors, members,
friends and guests of the TICC and the MTCC,
including Mr. Marco Midolo, the Counselor (Commercial) of the Italian Embassy, Ms. Susan Lim, the
director of MTCC, and Mr. Ron Livingston, the
president of the Thai-Canadian Chamber of Commerce (TCCC) joining this wonderful evening.

Up Close and Personal with the BOI
Khun Duangjai Asawachintachit, Assistant Secretary General

O

n Wednesday 3rd March 2010,
the Thai-Italian Chamber of Commerce in collaboration with the
Belgian-Luxembourg, Netherlands,
and Swiss chambers in Thailand organized a
luncheon presentation and discussion with Khun
Duangjai Asawachintachit, Assistant Secretary
General of the BOI, at the Conrad Hotel Bangkok. The event ended successfully with more
than 80 participants and we would like to thank
all friends and guests for joining us.

n January 2008, Thailand entered the circuit of
the major culinary competitions, bringing to The
World Pizza Championship a recipe that honors
and celebrates what is sacred to the Thai people’s
heart throughout the ages, namely the King, who is
the living symbol of the country’s balanced mixture of
conservatism and evolution. This presence was warmly
supported by the Thai community in Italy who attended
the event with a delegation of Thai dancers, giving the
project an even more added strength and credibility as
well as creating a perfect mix between the ancient Thai
tradition and the Italian tradition.
Biggi Co., Ltd., in collaboration with Simone Barla,
an award-winning pizza maker and official instructor of
pizza making who trained at the school “Scuola Italiana
Pizzaioli” (Italian school of pizza making), together have
trained Mrs. Keo, a young Thai pizza maker, in Italy. (Mr.
Barla was himself a pupil of four-time world champion
pizza maker Mr. D’Angelo.) Mrs. Keo’s enrolment in
the World Pizza Championship in Salsomaggiore Terme
(Italy) marked a historic milestone for Thailand, giving us a
new image of an oriental woman who is now, more than
ever, on the route to independence and emancipation.
The World Pizza Championship 2010, now in its
19th year, will take place April 19-21 in Salsomaggiore
Terme (Italy). And as always, it will include the participation of several Italian media stations such as RAI and
Mediaset. The latter one, in particular, always presents
frequent reports on TG5’s news, in their regular culinary
section.
As planned, the young Thai pizza maker, Mrs.
Keo, will represent the “First Italian School for Professional Pizza Makers in Thailand.” She will be the voice
and image of the emerging new generation of Thais
who are attentive to the new Western trends and the
gradual spread of Made in Italy. This market trend is
well illustrated by events such as the Italian National

Day (June 2, 2009), Italian Espresso Culture (June 12,
2009), and our partnership with Xioba Co., Ltd., coffee
wholesalers in Phuket. More support has also come to
us from successful Italian brands in entertainment, such
as Hollywood Patong Beach (a nightclub entertainment
complex in Phuket) and from the various Italian companies
active in the food & beverage industry. The sponsorship
logo which will be put on the T-shirt to be worn by our
charming Thai pizza maker at the event is now being
discussed.
All of these initiatives by Biggi Co., Ltd., together with
Mr. Barla – official instructor of The First Italian School
for Professional Pizza Makers in Thailand, and Mrs.
Keo – the Thai representative all come together to help
in the development of courses and the dissemination of
the “First Pictorial Step-by-Step Guide to Pizza Making”
outside of Asia, now in the process of being finalized.
Beside all these interesting projects, Biggi Co., Ltd
is setting up the first Italian stylish magazine. This project
aims to be the first Italian concept magazine ever offered
in Phuket. Free distribution of more than 5,000 copies
per month.
www.biggitradeservice.com
Info@biggitradeservice.com

About Biggi Co., Ltd.
Biggi Co., Ltd., co-founded by Matteo Barletta and Alessandro Cisaria, is an Italian company, Italian capital,
established in Thailand. The company currently owns
the first Italian stylish wine bar “La Bella Vita” located in
Rawai, Phuket. Moreover, the company owns multilingual
editorial licenses and the following trademarks: “First
Italian School for Professional Pizza Makers in Thailand”
and “First Pizza Festival in Asia”.
April 2010

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April 2010

April 2010

27

TRADE SHOW
International Trade Fairs in Italy (April 2010 - May 2010)
Exhibitions In Italy